Wood – and We Feel Better

Wood – and We Feel Better

When I stroll through a furniture retailer, I always watch how people react to the variety of surface materials offered. One pattern can be seen consistently: if a table top is wood, everyone touches it, feels it and the contact obviously pleases. Nobody strokes a table that is made of glass or other artificial surfaces.

There is a reason: Humans and wood have forged a strong bond.

The beauty of a wooden table, wooden floor, wooden credenza or wooden door is apparent on the surface and beneath. The uniqueness of the tree, the beauty of the grain pattern, the appeal of the color tones and the warmth of the touch create an experience that other materials cannot match. While we look at glass, metal, lacquer and plastic, we as humans experience wood. Nature provides us with this unique material that is sustainable, natural and uniquely beautiful.

But there is one more aspect: There is clear scientific evidence that wood has a positive impact on our body functions. Our heart rate is lower in a wooden environment, we experience less stress and our subconscious brain is more at ease. Studies show that patients in hospitals recover faster if wood is used for interior decoration or they see a forest from the window. Real wood also sells: When people are asked which cake looks more appealing – the one on a wooden table or the one on a melamine/plastic table with artificial wood pattern – most people prefer the cake from the wooden table. Our subconscious brain can well differentiate between cheap fake wood and the real thing.

The bond between humans and wood is based on emotion, touch and feel. Healthily wonderful!

About the Author

Hans-Joachim Danzer

CEO of Danzer Holding AG

Hans-Joachim Danzer grew up in and around the family hardwood business. He is enthusiastic about the many positive contributions and possibilities of wood. He believes in the power of thinking and looks for solutions that challenge and significantly improve the status quo. If he hadn't joined the Danzer company, most likely he would have become a scientist (physics). He lives with his wife and three kids in the European Alps.